Met with Joe Bitonti and John Pfeifer at their office.  Last year, Western Beef advertised every week (using health and Buy Now tag lines) and they plan to do that again this year.  They often shoot for a b/e price because they realize that it helps to drive other business.  They don't use many CA cherries so they were a little disappointed to learn that the crop will be late, even though there should be more on the other end.  They do plan an Independence Day ad and would like to do one the week before if possible.  They will watch as things develop and then make the decision on the earlier ad.